For decades, television has been an integral part of our daily lives. It has been a primary source of entertainment, information, and education for people of all ages.
With the rise of digital media, you might think that traditional television is on the decline. And you’d be 100% correct — fewer than half of U.S. households have a satellite or cable subscription today. By 2025, only ~25% of viewers will still watch linear TV on traditional devices.
There’s a real use case for it, though. In fact, you use linear television almost every day without even realizing it.
Think of the last time you were at an airport, doctor’s office, or restaurant, and there was a TV on the wall playing a news channel or a sports game. That’s linear television in action.
What is linear TV?
Linear television refers to the traditional method of broadcasting scheduled programming on a set schedule, as opposed to on-demand viewing through streaming service providers. This type of television is typically delivered through cable or satellite networks, and viewers tune in to specific channels at scheduled times to watch their desired programs.
It’s been the dominant form of television for many years (because, how else would you watch your favorite show every week without fail?). But, for everyday viewing, most prefer streaming services because their on-demand nature allows for more flexibility and choice.
Advantages of linear TV
While on-demand viewing may seem more popular and convenient in today’s society, there are still some advantages to linear television.
First and foremost, it offers a communal viewing experience. When watching linear TV with others in real-time, you can share reactions, discuss the program, and feel connected through a shared experience. This is something that on-demand viewing cannot replicate.
And it still offers a wide variety of live events such as breaking news, sports games, and award shows. These events are often best enjoyed when watched live with others, creating a sense of community and shared excitement.
Drawbacks of linear TV
Of course, there are also some drawbacks to linear television.
One major disadvantage is that viewers have limited control over what they watch and when they watch it. With scheduled programming, viewers have to conform to a set schedule in order to catch their favorite shows. This is remarkably inconvenient, considering everyone has busy schedules and prefers to watch at their own pace. It’s also the #1 reason why people cut their cable cords.
Another issue is that linear TV lacks the personalization and customization options that streaming services offer. With on-demand viewing, viewers don’t have to sift through tons of content they don’t care about. The algorithm learns their interests, keeps track of their place in movies and shows, and makes intelligent suggestions.
Despite less control and an objectively clunkier viewing experience, linear TV platforms are more expensive for viewers than streaming services. While a basic Netflix subscription costs $15.49 per month, the average cable subscription is over $100 per month.
Pros and cons of linear TV for advertisers
For advertisers, linear TV is still an effective medium for reaching a large audience. With scheduled programming, advertisers know exactly when their commercials will air. If you’re running a demand gen campaign and need tons of eyeballs on your product, linear TV is still a solid choice.
Since linear TV advertising is generally expensive and regulated (and the channels themselves have high brand awareness and credibility). it’s easier for advertisers to build trust with their target audience through advertising on linear TV. This is especially important in industries where trust and credibility are key, like healthcare and finance.
The downside to the nature of linear TV advertising is the targeting is less precise. With over-the-top (OTT) ad delivery, advertisers can take advantage of detailed demographic and interest-based targeting options to reach a more specific audience. While your ad is guaranteed to air, it isn’t guaranteed to hit the intended audience with linear TV.
It’s also not the best medium for tracking ROI — of course, advertisers can track reach and frequency metrics, but it’s much more difficult to tie specific conversions or sales to a specific linear TV ad. Compared to performance-based advertising options like OTT or digital, linear TV requires you to purchase airtime upfront, regardless of your ad’s success.
When to incorporate linear TV into your marketing strategy
With the rise of streaming services and on-demand viewing, you might be wondering if linear TV still has a place in your marketing strategy.
The answer is yes, but with some caveats. Advertise your product or service using linear TV if:
- You’re a local business that wants to appear on local channels during primetime hours.
- Your offering appeals to a broad audience and you need mass exposure (e.g., an auto manufacturer, supermarket chain, or beverage brand).
- Your budget allows for a larger investment in advertising.
- You’re running a short-term campaign and need to build brand awareness quickly.
- You need buyers to see you as one of the largest, most authoritative brands in your space.
- You already have solid coverage from other more essential marketing channels (e.g., SEO, social media) and want to expand your reach.
On the other hand, avoid linear TV if you’re selling a niche product or your target audience is very specific. And if you’re on a tight budget and need to track ROI closely, it’s probably best to stick with digital and performance-based advertising options.
Final thoughts
As an advertiser, it’s important to weigh the pros and cons of linear TV against your specific goals, product/service type, and target audience when deciding whether or not to incorporate it into your marketing strategy. If brand awareness and demand gen are your main goals, linear TV can still be a valuable tool for getting you the exposure you need.
While linear TV is no longer the dominant form of television, it definitely still has its place in today’s media landscape.